Biz Tips: Technographics: Legacy vs. Behavioral

Biz Tips: Technographics: Legacy vs. Behavioral

Biz Tip:

Technographics: Legacy vs. Behavioral

There are two approaches to determine technology in-use behind the firewall at a company: legacy and behavioral technographics. However, these approaches differ dramatically in terms of data sources and data breadth / depth.

Data Sources:

  • Legacy

    • The main source of data are company job postings which request familiarity or skills in a number of technologies. If a technology is listed, it is assumed to be in use at that company. If a technology has not been seen on a job description for a year or so, then it is assumed not to be in use.
  • Behavioral

    • Sources in-use technology data from user communities. Companies are identified to be using a given technology when actual users are engaged in communities for that technology.

Data Breadth/Depth:

  • Legacy

    • This data capture approach lends itself to a mile-wide and inch deep view of technology in-use. A broad range of technologies can be identified this way, but the depth is limited to a yes / no on usage and the last date of evidence seen to support the usage identification.
  • Behavioral

    • This data capture approach lends itself to an inch-wide and a mile deep — the opposite of the legacy approach. Technology in-use can be characterized by breadth of usage, pains and priorities, and location.

When making a decision on technographic data, it is important to know which type is the best fit for your needs. Generally, if you are a technology vendor, then behavioral technographics is a better fit. If you are a consulting firm, agency, or reseller — legacy technographics is better aligned to your needs.

Aberdeen’s Behavioral Technographics provide richer insights to significantly improve account prioritization, ad targeting, and engagement rates. Click here to learn more about how Behavioral Technographics delivers up to 55% greater accuracy than legacy technographic data in determining technology in use, down to company locations.

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